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Intensive Agenda

Digital Publishing & Marketing Intensive

Next: November 4-6, 2014 | Boston, MA |

Day 1

8:30 AM Registration
9:00 AM Planning your Multiplatform Future: Understanding the Mequoda Method
10:30 AM Morning Break
11:00 AM Content Marketing Strategy: Creating your Content Plan
12:30 PM Luncheon
1:30 PM Audience Development Research: Mastering the Power of Search Engine Visibility
3:00 PM Afternoon Break
3:30 PM Selling Multiplatform Sponsorships: Leveraging Native Advertising to Boost Sponsor Revenue
5:00 PM Day One Concludes
5:30 PM Networking Reception

Day 2

8:30 AM Burning Questions Roundtable
9:00 AM Multiplatform Organizational Strategy: Developing the Right Team for Multiplatform Success
10:30 AM Morning Break
11:00AM Building Subscription Websites: Portals, Magazines and More
12:30 PM Luncheon
1:30 PM Audience Development Management: Building a Solid Foundation for Your Business
3:00 PM Afternoon Break
3:30 PM Integrated Campaign Management: Making Millions with Free Content Downloads
5:00 PM Day Two Concludes

Day 3

8:30 AM Burning Questions Roundtable
9:00 AM Strategic Analytics & Modeling: Managing What Matters
10:30 AM Morning Break
11:00 PM Strategic Business Plan Development: Creating a Comprehensive Plan for Multiplatform Success
12:30 PM Next Steps & Resources 
1:00 PM Intensive Concludes

Day One

9:30 AM | Planning your Multiplatform Future: Understanding the Mequoda Method

Start your Intensive experience by discovering how a simple content-driven subscription website is the key to stunning multiplatform publishing success. You’ll learn our seven-step method for creating a comprehensive plan for multiplatform success, and discover the four skills you need to master every facet of a multiplatform publishing business.

You’ll “meet” 6 actual CEOs who are using the Mequoda Method to make millions online, the Mequoda Consulting Team, and your website publishing workshop partners – and then discover together how to transform your content and audience into multiplatform millions. 

BONUS workshop Publisher Roundtable

The Intensive wastes no time in getting to what’s most important to you: problems and solutions for your publishing organization. Before we go any further, we’ll ask all every attendee to not only introduce themselves, but to outline their challenges so we can focus the information we’ll be sharing specifically on your needs. 

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11:00 AM | Content Marketing Strategy: Creating Your Content Plan

Welcome to success: This session delivers the strategies you need to make millions from all forms of digital content – and reveals the pricing strategy that can make a difference of hundreds of thousands of dollars. We’ll walk you through the process of creating a detailed content plan – the same plan successful multiplatform publishers use to make efficient use of their editorial and marketing resources to attract, convert, engage, and monetize their audience.

We’ll also take you through a complete composite case study of a niche publisher who’s identified a host of new products to sell, so you can see the options available to you.

Plus you’ll discover new ideas for marketing channels and website infrastructure that maximizes sales and revenues for anyone with content to sell. You’ll leave this session with the knowledge you need to turbocharge your existing operation or plan ahead for your new online business.

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1:30 PM | Audience Development Research: Balancing Audience Demand, Content Expertise and Sponsorship Opportunities

Effective keyword research represents the core of all organic marketing activities – and even drives the topics on which your editorial team will focus. It’s a fundamental skill every digital marketer and publisher must master in order to truly understand and capitalize on the search behaviors of their audience. Surprisingly, most publishers and their teams have no understanding of this skill whatsoever. We not only teach you how to perform effective keyword research, we’ll also reveal the one most common mistake publishers make in choosing keyword phrases.

Learn the tips and tricks of the Google Keyword Planner, and how it’s used to gauge your audience’s information needs and map your website’s navigational taxonomy. Don’t leave money lying on the table! Discover how to truly serve and build your audience, become a leader in your niche and generate more conversions through effective keyword research.

 BONUS hands-on workshop Topic analysis

You’ll be working in small groups in an entertaining composite case study to understand the data and criteria to identify topics and related keywords we should be including in the editorial calendar and keyword universe for our publishing company.

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3:30 PM | Selling Multiplatform Sponsorships: Leveraging Native Advertising to Boost Sponsor Revenue

Do you know the difference between sponsored content and native advertising? Or which publishing platform delivers the most effective, profitable opportunity you possess for either one? Are you aware of the new profits to be made thanks to the tablet? If not, this session is made for you! We’ve taken a deep dive into specific strategies starting with the interactive, personal email newsletter. We’ll also compare the profitability and cost effectiveness of Cost Per Action (CPA), Cost Per Click (CPC), Cost Per Thousand (CPM) and other options.

You’ll take home innovative new ideas plus a specific, detailed case study for our favorite advertising model, which you can implement even if you never thought you’d sell advertising.

If you have a legacy print publication, you’ll find out how to enhance profits with a digital publication. If you host live events, we’ll show you how to maximize advertising revenues from that business. We even deliver some revenue channels you may never have heard of! Traditional advertising in the digital age may on the decline, but sponsorship is about to take off, and you’ll be on that train after this session.

 BONUS hands-on workshop| Sponsored content roundtable

How do you create sponsored content that satisfies both editorial standards and advertiser needs? What kind of content is most effective for this format? You’ll have a chance to discuss and debate with your peers in detail the differences between native advertising and sponsored content, and experiment with content creation for our composite case study magazine.

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Day Two

8:30 AM | Burning Questions Roundtable

There are so many exciting new insights, so much detailed information, coming at you during the Intensive, that many of you come up with new questions long after each individual session is over. If you’ve slept on it and have burning questions for your instructors, bring ‘em to the Q&A sessions on Wednesday and Thursday mornings! We’ll give you our best solutions and share our secrets.

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9:00 AM | Multiplatform Organizational Strategy: Developing the Right Team for Multiplatform Success

What’s the one thing that terrifies a lot of publishers? Hiring. But successful multiplatform niche publishers depend on the strength of a core team – CEO, CFO, Chief Content Officer (CCO), Chief Marketing Officer (CMO), Chief Development Officer (CDO), Audience Development Director (ADD), and Online Editor (OE).

Have no fear: In this session, we’ll teach you what we’ve learned in building teams for dozens of clients, and you’ll learn the key attributes necessary for success, the Meyers-Briggs Type Indicator (MBTI) types that corresponds best for each position, how to compensate when key team members aren’t a perfect match, and more. After this session, recruitment, hiring and retention will no longer be mysteries, but will become one of your strengths!

 BONUS hands-on workshop Executive Team-Building

Working in small groups, you’ll analyze random personalities in order to match exactly the right people to the positions you need to fill, gaining the experience and understanding you need to make the right staffing decisions, and the team you need to run a profitable business.

DOUBLE BONUS: As an attendee, you’ll get your own MBTI profile to take home – a $125 value.

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11:00 AM | Building Subscription Websites: Portals, Magazines and More

To grow and profit online, a multiplatform publisher must have a website that drives traffic, builds relationships, and sells subscription and information products. Achieving these goals is contingent on having a robust portal, an ecommerce store and a subscription website. In this session, you’ll learn how to develop an efficient website strategy—one that enables you to build a better website in less time, and for less money.

Building a website is about more than just design, of course, and this session digs into the ways in which your entire infrastructure enhances whatever business model you’ve chosen, including driving traffic, converting visitors and selling products in multitudes.

Using a proven framework as the backbone for your website’s architecture and the top content management functionality Mequoda has implemented for respected publishers such as the American Ceramics Society, Black Belt, Biblical Archeology Society, Harvard University, Sunset, and Vida y Salud, you’ll take away tips for improving website usability and reducing time to market, and be ready to build your complete online world.

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1:30 PM | Audience Development Management: Building a Solid Foundation for Your Business

Driving website traffic remains fundamental to every publisher’s success. Learn dozens of ways to drive traffic and leverage your website’s architecture to capture and build relationships, using the fundamentals of strategy, copywriting, website architecture and analytics. Discover which page on your website is the most business-critical one of all, and learn how to maximize its efficiencies.

In addition, now that social media has redefined the way people read and distribute online content, this session will also examine best practice examples of publishers who effectively use Google, Twitter, Facebook, LinkedIn, YouTube, and other niche sources to drive traffic, build relationships, and influence sales. You’ll get proven strategies for building your email subscriber file and cultivating a profitable social media presence.

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3:30 PM | Integrated Campaign Management: Making Millions with Free Content Downloads

So you want to gain thousands of new subscribers? Start by giving content away. That’s right: Blog posts, email newsletters, and social media are the key to selling your magazines, books, videos and events. And we can prove it: We deliver a real-world case study in which a small niche publisher used the Mequoda SEO Campaign Method to make millions of dollars from a single piece of free content.

You’ll learn each step from identifying blockbuster keywords, to converting visitors to community members and buyers, and finally to analyzing your results. Along the way you’ll even learn how to get your editorial team on board with your marketing efforts! All in all, you’ll take home a complete campaign blueprint you can implement to promote and sell your premium product in multitudes – starting immediately!

 BONUS hands-on workshop Audience Development Planning: What Audience Development Directors Do

Now that you’ve seen the revenue miracles that our integrated marketing campaign has wrought, learn how these efforts will drive profits when you execute your own campaign.

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Day Three

8:30 AM | Burning Questions Roundtable

Bring your questions about the Day 2 material. No question goes unanswered!

9:00 AM | Strategic Analytics & Modeling: Managing What Matters

Which three digital metrics are the keys to your success? Don’t be distracted by the wrong ones. We’ll review key metrics, learn the deeper meaning behind them, and examine how to use them to your advantage.

Our analytics expert will show you how to use key performance indicators (KPIs) to make better resource, staffing, and content performance decisions, and how to use Google Analytics as a way to monitor the performance of your web and email activity, ecommerce systems, and SEO and link-building efforts.

You’ll also take home a simple yet comprehensive way to forecast the future of your business. Our model takes advantage of our years of experience with many clients, delivering bulletproof assumptions that you’d pay thousands for from any consultant.

This session eliminates guessing as you forge ahead with your expansion into the digital space. At the end of it all, you’ll take home a complete master business model, including revenues, expenses and profits, which you can use to build a complete digital publishing organization.

 BONUS hands-on workshop Digital Modeling: Identifying the Assumptions that Matter

Now it’s your turn: Manipulate a business model to see how to double, even quadruple a company’s revenues. Of the many factors that go into your financial models, some have a great impact on the bottom line while others don’t.  At the end of this workshop, you’ll know exactly how to translate our model into your company’s actual business activities and how to focus your efforts for maximum results.

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11:00 AM | Business Plan Development: Creating a Comprehensive Plan for Multiplatform Success

In this session, we share a time-tested business plan that has been used to successfully raise millions of dollars. You can use this 7-slide business plan format to rally the troops, gain executive support, and even raise capital for your digital publishing business.

We’ll share our decades of data and assumptions so you can build your own bulletproof plan looking a full five years ahead, understand your risks, and even develop a profitable exit strategy. You’ll also find out how to map out your new empire so everyone’s on board, discover which data is most important in your business planning, and find the funding to make it all happen. Ensure your understanding of the opportunity your business plan represents, and get everyone involved engaged, excited and on board.

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12:30 PM |Next Steps & Resources:

We end the Intensive with a roundup of resources for charting your new path, from free white papers to our business plan development services.

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